Ad Nut
Sep 11, 2020

Quokkas singing Bonnie Tyler: What you need to end the week

Musical marsupials urge Australians to 'Hold out for a zero' in a campaign for HBF by Leo Burnett.

Australian health insurer HBF has brought back the sassy quokkas it introduced earlier this year for a new campaign touting the fact that its premiums aren't going up. And naturally, the way to do this is to have the quokkas sing a version of Bonnie Tyler's 'Holding out for a hero'—in a 1980s music-video style.

Ad Nut likes that the brand platform is officially a foul-mouthed pun—'Don’t settle for a quokka sh!#’—and that the creators worked this phrase into the song.

The campaign includes TV, influencers and display, plus an extended 60-second lyric video, which will be shared across social and YouTube:

On first glance upon receiving these videos, Ad Nut thought the stars were squirrels, in which case the ads would have gone into Ad Nut's Advertising Hall of Fame. Alas, although they bear a resemblance to squirrels—and are therefore highly attractive and charismatic—quokkas are marsupials. Sorry, distantly related Aussie creatures, you are not eligible.  

Friday-fun bonus

This HBF campaign is good fun, but when it comes to the genre of Bonnie Tyler spoofs, the "literal music video" version of 'Total Eclipse of the Heart' will forever be Ad Nut's favourite:


Client: HBF East Coast
General Manager: David Greig
Brand Lead: Maham Mahmood
Acquisition Lead: Jessica Albanese
Performance & Analytics Specialist: Sam Coughlan
Marketing Coordinator: Hollie Doherty

Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Jim Walsh                                                                                                                       
Creative Director: Michelle Walsh                                                                                                                         
Director of Integrated Strategy: Ilona Janashvili                                                                                         
Group Account Director: Kate Silver                                                                                                               
Project Lead: Amanda Nicoll
Account Manager: Tessa Symon
Senior Broadcast Producer: Eliza Malone

Production: Mighty Nice
ECD Animation Director: Darren Price
Executive Producer: Tina Braham

Sound: Bang Bang
Engineer: Sam Hopgood Engineer
Music: Squeak E. Clean Studios

Media: OMD

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.



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